E-Commerce Trend August 2017: There is no question of a summer slump
E-commerce advertising spending reached its highest level of the year so far in August, totaling 125.2 million Swiss francs (gross).
The comparison shows that, in absolute terms, e-commerce advertising pressure was 156.1% higher in August 2017 than in the same month last year. The significant increase is partly, but not exclusively, due to the integration of search mobile. This is because the share of e-commerce advertising in the overall advertising market also jumped from 24% to 26%.
Search advertising: Mobile data integration
The Internet media group has been reported including search advertising since January 2017. The media mix is published monthly in the Advertising Market Trend. Search advertising includes data on Search Desktop. In addition to Search Desktop, Search Mobile is also integrated and reported in the Media Focus advertising statistics as of the data cut-off date of July 2017. More information on the integration of search advertising can be found here.
Total market
Development of e-commerce advertising pressure as at August 2017
Travel market category remains buoyant
The travel market category appears to be unbeatable this year, with advertising pressure of 24.9 million gross francs. This corresponds to an increase of 5.9 million gross francs compared to the previous month. The top brand Trivago also remains unchanged. Clothing & Accessories remains in second place. Zalando secured the position of top brand compared to the previous month, displacing LaRedoute. There is also no change in third place in the market categories: ImmoScout24 is once again the top brand in Search & Find this month. Personal Care is replaced by Printing in the top 10.
Market categories
Monthly e-commerce advertising print and top brand
E-commerce brands with a dual strategy of online (search) and TV
In times of second-screen searches, e-commerce brands continue to rely primarily on a combination of online (search) and TV. The online (search) media group has even further extended its undisputed top position, gaining 2 percentage points compared to the previous month. Although TV remains in second place, it continues to lose ground following the sharp decline in the previous month. TV and print each lost one percentage point compared to July.
Media Mix
Advertising pressure distribution of all e-commerce brands in August 2017
Advertising print distribution of the top 5 categories
Travel cracks the 700 mark
In the travel market category, 703 brands are now vying for the attention of potential customers. This corresponds to an increase of 35 brands compared to the previous month. With the hot temperatures, the number of market participants in the dating category is also rising. This category recorded an increase of 12 brands, as did the Search & Find market category. The Finance, General Merchandies, Consumer Electronics and Clothing & Accessories categories also recorded new market participants. By contrast, the Food & Beverages and Furniture & Furnishing categories suffered losses.
Top 10 categories
Advertising shares of eCommerce brands in August 2017
